Company: MONASH INTERNATIONAL
Sector: EDUCATIONAL SERVICES
MONASH INTERNATIONAL’S INDIAN MARKET
Monash University consistently ranks in the top five Australian higher education recruiters in India. Monash International, a wholly-owned company of Monash University, is responsible for marketing and administering Monash’s international fee-paying, scholarship, study abroad and exchange programs. India is currently the second largest source of international applications for Monash, though largely due to the stringent visa assessment criteria introduced in June 2001, has yet to nudge into the top four countries in terms of students actually enrolled in degree courses. Monash’s Indian enrolments steadily grew from the mid 1990s, initially by establishing a network of local education agents and participating regularly in Indian educational exhibitions.
It also built brand awareness through seminar and interview programs conducted in key cities and through Monash academics’ institutional and research links. Monash International sponsors an annual debate between elite schools in New Delhi; Monash undergraduate business and economics students also participate in the student competition of the annual Economics Convention of the Hyderabad-Sind National Colleges of Mumbai University. Monash International sought to strengthen pathways into Monash degrees for undergraduate students by establishing Monash College preparatory courses in Hyderabad and Jaipur.
These promotional activity and brand building efforts generated strong enrolment growth from India, with 70 per cent of enrolments coming from the postgraduate market. Despite a decrease in enrolment growth in 2001, as the new ESOS Act visa regulations were bedded down, the Indian market remains with China one of the top two growth prospects for international student recruitment. The most popular courses remain information technology and computer science, business administration, marketing and international business. Demand for science courses is also emerging. The development of an international stem cell research centre, the siting of Australia’s future synchrotron microscope at Monash and the announcement of plans to commence the building of a A$300 million Science Technology Research Infrastructure Precinct at Monash in December 2001 should all encourage postgraduate science enrolments from the subcontinent.
During 2001, Monash International rationalised its agent network in India, with the aim of improving agent performance and productivity. The choice of agent is a crucial decision, particularly given the more stringent student visa regime. New entrants to the Indian market need to carefully evaluate the scope and quality of prospective agents in establishing their network. Monash International recommends prospective Australian entrants undertake comprehensive market research prior to entering the market as poor targeting is costly in such a vast potential market
Source: Monash International, 2001.